Experiment with changing the word “Incognito” to “Private” for users in select countries. The goal is to understand whether changing the string to a more commonly-understood word increases usage of the feature.

This was not expected, but here is my theory. This “select countries” could be Non-English speaking countries where people mostly use Chrome in their native language. Incognito, when translated to their language may not be communicating what it stands for.

“Private Mode” can easily be translated and used. People might start using the private mode more often.